Designed to reverse the Japanese firm's declining smartphone sales, Sony's loaded the Xperia Z with every innovation it could think of.

These include custom Bravia Engine 2 screen technology and a massive 13.1MP rear camera Sony claims is the best its ever made for a smartphone.

Having tested the Z we found there was some truth to Sony's claims and there is plenty to like about the device.

Add to this its rugged IP57 certification, that means its scratch, dust and even water resistant and we're thinking the Z may have already snapped up some of Samsung's potential customers.

Threat level - MEDIUM: The Xperia Z is a solid offering and its rugged features could tempt those fed up with breaking their £500 device with one drop, but Samsung's innovations and brand cache should help fend off this threat. If it adds rugged features too, it will definitely see off Sony.

Alastair has worked as a reporter covering security and mobile issues at V3 since March 2012. Before entering the field of journalism Alastair had worked in numerous industries as both a freelance copy writer and artist.